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Developing Effective Media Relations • 1
Developing Effective
Media Relations
By David Ortiz
Media Relations Manager
No More Homeless Pets
Developing Effective Media Relations • 2
About Best Friends*
Best Friends is working with you – and with humane groups all across the coun-
try – to bring about a time when there are no more homeless pets.
The sanctuary at Angel Canyon, in the Golden Circle of southern Utah, is home,
on any given day, to about 1,500 dogs, cats, and other animals from all over the
country. Many of them need just a few weeks of special care before they’re ready
to go to good new homes. Others, who are older and sicker, or who have suffered
extra trauma, find a home and a haven here, and are given loving care for the rest
of their lives.
Best Friends manages a model No More Homeless Pets campaign, with shelters
and humane groups statewide, to ensure that every healthy companion animal
that’s ever born can be guaranteed a loving, caring home.
And Best Friends reaches across the nation, helping humane groups, individual
people, and entire communities to set up spay/neuter, shelter, foster, and adoption
programs in their own neighborhoods, cities, and states.
The work of Best Friends is supported entirely through the donations of our
members. Through the generous hearts and hands of people like you, we can
ensure that animals who come into the care of Best Friends will never again be
alone, hungry, sick, afraid, or in pain.
Thank you for being part of this work of love.
Best Friends Animal Society
Kanab, UT 84741-5000
435-644-2001
www.bestfriends.org

About the author: David Ortiz is the media relations manager for the Best
Friends’ No More Homeless Pets campaign. He works with regional community
program managers to coordinate publicity for the nationwide campaign.
*Best Friends is a registered trademark of Best Friends Animal Society.
Developing Effective Media Relations • 3
T
he success of your humane organization
depends in part on effective relations with
the media. To promote adoptions, encourage
spay/neuter, raise the public’s awareness of animal
welfare issues, and raise funds, you need to spread
the word about what you’re doing and why you’re
doing it, In this publication, I’ll give you some
tips for working effectively with the media; some
specifics on writing news releases, PSAs, letters to
the editor and newspaper columns; and some ideas
for dealing with interviews.
First, let’s talk about how to make your story
“newsworthy.” Sometimes reporters will not cover
a story because they can’t find a strong news angle
(called a hook). So, when you approach a media
outlet with a story idea, think in terms of making it
newsworthy. Some characteristics of newsworthy
stories are:
• Timeliness. The media is interested in what’s
happening today or in the future, not what hap-
pened yesterday.
• Proximity. The closer the event is to the media
source, the more likely they will consider it news.
• Prominence. If well-known local people are

involved, such as the mayor or city council mem-
bers, the media may respond more quickly.
• Originality. If you are doing something for the
first time, the media is more likely to respond; they
get tired of the same old recycled event.
• Importance. If many people will be affected
or interested, the media will consider it a stronger
story.
• A compelling focus. A story with some drama is
often considered newsworthy – for example, a cat
or dog who was rescued at the last minute or who
went from terrible living conditions to a loving
home.
Here are some other tips to help you make your
stories newsworthy:
• If you want to promote a national day or event
(like National Homeless Animals’ Day), focus on
the local angle. What’s happening in your commu-
nity?
• Use interesting visuals during the event, such
as big colorful signs and props, which increases
photo opportunities to accompany your story.
• Announce your event in conjunction with the
release of local statistics (e.g., a decrease in the
number of animals euthanized, an increase in
adoptions).
• Look for other milestones. Will your community
or organization be carrying out its 500
th
spay/neu-

ter surgery this year? Will 1,000 animal lives be
saved thanks to your event?
• Be creative – try to think of fun themes or
concepts for your events. For example, Strut Your
Mutt, a very popular dog-walk event held to raise
funds for No More Homeless Pets in Utah, has
garnered a lot of media attention over the years.
• Deliver some good news for your community.
For example, calculate how much money your
community will save because of the animals who
will be spayed or neutered.
Making It Newsworthy
Developing Effective Media Relations • 4
Writing a News Release
A
news or press release is a short announce-
ment of a newsworthy event. You send
press releases to newspapers, magazines,
TV and radio stations, and Internet sites to interest
them in doing a story. Editors and news directors
receive many releases every day; to grab their at-
tention, your news release must look professional
and present the facts in a concise and compelling
way.
First, develop a template for your news release.
Using a template lets you produce releases effi-
ciently, since the basic format is already set up.
Here are some tips for formatting a news release:
• Include your logo at the top of the page, but
keep it simple and don’t let it take up too much of

the page. Editors and news directors are interested
in knowing quickly who you are and then getting
to the lead sentence.
• Put contact information at the top of the page
and make sure the media contact is available at the
phone number and e-mail address provided.
• Type your release using a basic font: Times
Roman, 12 point size, and regular font (instead of
bold or italic) is a good choice.
• Use single-spaced text and indent five spaces to
begin new paragraphs.
• Use the standard order (time, date, place) when
giving the details about an event. For example:
10 a.m. to 6 p.m., Friday, June 4, at the Radisson
Building. Don’t use zeros for times (use 11 a.m.,
not 11:00 a.m.) and don’t use letters after num-
bered dates (August 22, not August 22
nd
).
• Keep it to one page if at all possible.
Here are some tips for writing a news release:
• Write a concise, catchy headline that summa-
rizes the story. It should be written in the style
of a newspaper headline, using active verbs – for
example, “Art that speaks for homeless pets.”
• Your lead sentence should describe the event,
and why it’s newsworthy.
• The body of the release should contain the all-
important facts: who, what, when, where and why.
• Information on sponsors should be at the end.

• The final paragraph should describe your group
and summarize your organization’s mission.
• Proofread the release carefully for grammar
and spelling, and always make certain that all the
information in the release is accurate before you
send it.
There’s a sample news release on the next page.
Developing Effective Media Relations • 5
NEWS RELEASE
Contact for more information:
Dave Ortiz
(435) 644-3965, ext. 4230, or
No More Homeless Pets advocates gather in Cincinnati
Sept. 20, 2004 – Cincinnati will play host in October to over 400 animal welfare advocates from
across the country, including some of the nation’s foremost experts in the rapidly growing move-
ment to create no-kill communities.
The conference will be held at the Holiday Inn Cincinnati–Eastgate on October 22–24 and
is sponsored by Best Friends Animal Society, leader of the national No More Homeless Pets
campaign.
“There’s a growing movement across the country to bring an end to the killing of homeless
pets,” said Michael Mountain, president of Best Friends. “This conference will bring people
together from all over the country who want to help achieve this goal.”
Experts from Best Friends and other organizations in the animal welfare field will discuss
a variety of topics, including how to increase adoptions, establish spay/neuter programs, and
implement innovative humane solutions to managing feral cats. Other topics include how to raise
funds, and how to build and increase membership.
Panel discussions, workshops and optional seminars also will provide how-to information on
community outreach strategies, volunteer recruitment, media relations, and coping with “burn-
out.”
Meet the people who are creating new hope for homeless pets and exploring strategies to

develop no-kill communities. Whether you are an animal welfare professional or an individual
who cares about animals, you will get practical information, inspiration, and advice from people
around the country who are creating life-saving change for the animals.
“We are very excited about the No More Homeless Pets conference coming to Cincinnati. It
will help energize our community to hear about other successful programs happening throughout
the country,” said Linda Richardson of Cincinnati’s United Coalition for Animals. “It’s a terrific
opportunity to connect with hundreds of like-minded and compassionate people.”
For registration information and a schedule of events at the conference, visit the Best Friends
website at www.bestfriends.org/nomorehomelesspets/conference_oct04.cfm. You can also call
(435) 644-2001, ext. 255, to register.
# # #
Developing Effective Media Relations • 6
P
ublic service announcements (PSAs) are
short notices, lasting anywhere from 10 to
60 seconds, that are aired on radio and TV
stations prepared to provide information to the
public. PSAs are used by organizations to pub-
licize community events, to assist in fundraising
efforts, and to inform and influence public opinion.
Most radio and TV stations look for local causes
to promote in the PSAs that they air. PSAs must
contain information that is beneficial to the com-
munity and should not include controversial or
self-serving material. Check with the program
directors at your local radio and TV stations for
their guidelines about content and formatting. You
should submit your announcement at least 10 days
in advance of the time you would like it aired.
The standard lengths for PSAs are:

• 10 seconds (25 to 30 words)
• 20 seconds (45 to 50 words)
• 30 seconds (60 to 75 words)
• 60 seconds (120 to 150 words)
Here are some tips for formatting a PSA:
• Use your organization’s letterhead and put in a
contact name and telephone number.
• Triple space the entire PSA so that it can be read
easily. Use Times Roman, 14 or 16 point size,
regular font. Indent all paragraphs.
• As with news releases, use the standard order
(time, date, place) when giving the details about
an event. For example: 10 a.m. to 6 p.m., Friday,
June 4, at the Radisson Building.
• Keep the PSA to one sheet.
Here are some tips for writing a PSA:
• Include all the facts: who, what, when, where
and why. Be sure to give specific starting and end-
ing dates.
• Stick to the facts. Avoid superlatives, overly
enthusiastic text, and acronyms or nicknames the
general public may not be familiar with.
There’s a sample 30-second PSA on the next page.
Following Up
After sending a news release or a PSA, call the
news desk after a few days to ask if they received
the release and to remind them that you are plan-
ning a newsworthy event. Say something like
this: “Hello, I’m calling to remind you that People
for Animals will be holding a spay/neuter clinic

tomorrow at 11 a.m. at the Peaceable Kingdom
Animal Shelter at 1234 Main Street. Our contact
number is 123-4567 if you need more information.
We sent a release to your organization a few days
ago.”
If the release was sent to an individual reporter,
call afterwards to see if the reporter received it.
If not, send it again. If you talk to the reporter, let
him/her know you are available to answer ques-
tions. Be persistent, but not bothersome. If you
leave a message and the reporter doesn’t call back,
do not keep calling. Assume your message was
received, but other stories are taking priority.
If you can, try to establish personal contacts at
your local media outlets. This gets your organiza-
tion’s name and you out there as an animal welfare
resource, available to provide future expertise or
comment on animal issues that arise in your com-
munity.
Writing a Public Service Announcement
Developing Effective Media Relations • 7
PUBLIC SERVICE ANNOUNCEMENT
October 15, 2003
Contact: Dave Ortiz
435-644-3965, ext. 4230

No More Homeless Pets Conference
comes to Philadelphia Oct. 24–26
The sixth No More Homeless Pets Conference will be held Friday,
October 24, through Sunday, October 26, at the Radisson Valley Forge

in King of Prussia.
Everyone concerned about homeless pets and how to find good
homes for them is invited to attend this conference.
It is sponsored by Best Friends Animal Society.
For more information call 435-644-3965, ext. 4230, or visit
www.bestfriends.org.
####
Developing Effective Media Relations • 8
W
riting a letter to the editor of a local
newspaper is one of the most effective
(and least expensive) ways to educate
people about the work your organization is doing.
Letters-to-the-editor sections are widely read, so
you are sure to reach a large number of people to
whom you might not otherwise have access.
Here are some tips for getting a letter to the editor
published:
• Keep your letter short, no more than 300 words.
Check with the newspaper, since the maximum
number of words allowed varies. Three hundred
words is the maximum most papers or magazines
will publish without cutting.
• Write concise sentences and stick to one issue
– don’t ramble or rant.
• Look at other letters the newspaper has pub-
lished to get an idea of what makes it into print.
• The letter should be timely. If you are respond-
ing to something already published, send your
letter in no more than three or four days after the

article you’re responding to has appeared.
• Don’t just send your letter to the biggest paper in
town. Sometimes, the smaller the paper, the better
chance you have of getting your letter printed.
• If you want to send your letter by e-mail, check
with the newspapers to find out their policy.
Here’s how to structure your letter:
• Address your letter to “Dear Editor.”
• Make the first sentence catchy, so it will grab
the reader’s attention.
• State the name of your organization and the
purpose of the letter.
Writing a Letter to the Editor
• Convey some brief background about the
problem.
• State your opinion about the problem, backed
by relevant and accurate statistics from a
reputable source.
• Tell your readers what action they should take
(if appropriate).
• Sign your letter and include your home and
work telephone numbers. Some papers will
want to verify that you wrote it.
There’s a sample letter to the editor on the next
page.
Developing Effective Media Relations • 9
To the editor,
I am writing in regard to the article, “Time running out for feral cats in Byram,” July 13, 2004,
which concerns feral cats and Byram Township Council’s plans to trap and euthanize those not
adopted.

Trap/neuter/return (TNR) is a humane low-cost process that will keep your community free of
the problems associated with free-roaming cats.
TNR has been proven to reduce public health risks, citizen complaints, and municipal expendi-
tures. The cats are trapped, neutered and vaccinated by veterinarians, and returned to their colony
to be cared for by volunteer caregivers. Colony population naturally declines.
The average cost to trap and kill a cat is $75 to $125, while trap/neuter/return averages $50 per
cat.
Feral cats are not candidates for adoption – they will be killed if trapped and taken to shelters.
The current/proposed policy means certain death for these cats at taxpayer expense. Once these
cats are removed, a “vacuum” effect is created and the problem will start again when new cats
will move in. Taxpayers’ money is wasted with a trap and kill program. TNR is an effective
investment in a true feral cat management program which will have positive long-term results
when implemented effectively.
To get more facts on feral cats and humane, cost-effective management, please visit the Best
Friends website at www.bestfriends.org and the Alley Cat Allies website at www.alleycat.org.
Sincerely,
Beth Mersten
Northeast Community Program Manager
Best Friends Animal Society
Developing Effective Media Relations • 10
I
nstead of writing a letter to the editor, you may
want to write an opinion or editorial (op-ed)
piece for the local paper. Op-eds are longer
articles of 500 to 1,000 words that summarize an
issue, develop an argument, and propose a solu-
tion. Check with the newspaper, since the maxi-
mum number of words allowed varies. Though op-
eds can usually be longer than letters to the editor,
you should still write as concisely as possible and

stick to one issue.
As with letters to the editor, review the op-ed piec-
es in your local paper to get a sense of what the
paper publishes. Send the article to the editorial
page editor with a cover letter explaining why you
feel it should be printed, or give them a call. The
op-ed piece has a better chance of getting printed
if signed by someone who has a direct link to the
cause, such as a community program manager or
director of a humane organization.
Here’s an example of an op-ed piece.
Sample Op-Ed Piece
Op-ed for Examiner Newspaper Group (Houston,
Texas) (865 words)
By Kathi McDermott, Community Program Man-
ager, Best Friends Animal Society
There are so many issues in the United States that
seem insurmountable; it is good to know there is
one national problem on its way to being solved.
All across the country, people are doing what they
can individually and in groups to bring about the
day when there are no more homeless pets.
Animal overpopulation is certainly a serious
problem in our country; however, great strides are
being made to end animal homelessness through
aggressive spay/neuter programs, innovative adop-
tion programs, and education.
Just 20 years ago, 17 million animals a year were
Writing an Opinion/Editorial Piece
being killed in our nation’s animal shelters. Today,

that number is estimated to be between four and
five million. The decline is due to improved acces-
sibility to and promotion of spay/neuter, resulting
in a substantial decrease in the number of animals
needing homes. More people are also adopting
from shelters and rescue groups, rather than pur-
chasing intentionally bred animals. Also important
are the programs targeting spay/neuter for feral
and free-roaming cats. These programs have con-
tributed substantially to the decreased number of
cats and kittens entering shelters.
This remarkable grassroots movement is grow-
ing rapidly and the number of success stories just
keeps mounting. Here are some examples from
across the country to consider:
• New Hampshire instituted a statewide spay/
neuter program in 1994, resulting in the lowest
statewide euthanasia rate in the country.
• In San Diego, the number of adoptable animals
being killed in shelters has dropped to almost zero.
• Since Robin Starr became the director of the
SPCA in Richmond, Virginia, the organization has
revamped their entire approach to animal control.
• Through the Mayor’s Alliance for New York
City’s Animals, over 70 animal welfare organiza-
tions are working together to save lives.
• In Ithaca, New York, Nathan Winograd took
over leadership of the SPCA and county animal
control, and stopped the killing of healthy home-
less pets overnight.

• Mike Arms’s Home 4 the Holidays campaign
resulted in 263,000 adoptions worldwide during
the 2003 holiday season.
• The No More Homeless Pets in Utah campaign,
now in its fourth year, is on target to bring an end
to the killing of healthy homeless pets in Utah by
the year 2005.
Developing Effective Media Relations • 11
Of course, it is a tragedy when even one animal
is killed for lack of space. Best Friends Animal
Society’s No More Homeless Pets campaign was
launched to address the problem at the national
level. The No More Homeless Pets campaign
includes several components:
• Our website includes resources for both orga-
nizations and individuals, information on model
programs across the country, and weekly news
highlighting developments around the nation.
• The No More Homeless Pets Forum is an online
weekly “workshop,” featuring a different topic
each week, with a guest expert answering forum
members’ questions about that topic.
• Best Friends hosts two No More Homeless Pets
conferences each year that focus on creating no-
kill communities.
• The No More Homeless Pets team consults with
grassroots organizations and individuals all around
the country to create lifesaving programs in their
own communities.
• The Best Friends Network consists of thousands

of individuals and organizations across the country
who respond to requests for help within their own
communities.
We are encouraged by the number of individuals
and grassroots organizations who have embraced
the No More Homeless Pets philosophy. Hu-
mane societies, animal care and control agencies,
veterinarians, and city officials are joining forces
to spread awareness and garner public support in
their communities.
No More Homeless Pets can be a reality in any
community, when that community embraces the
goal of saving lives. People in the Houston area
can participate in this national movement in a
variety of ways:
• Always spay or neuter your pets as soon as they
become part of your family; better yet, don’t bring
them home until they have been sterilized. Very
often, “oops” litters of kittens and puppies are born
when people put spay/neuter on their “to do” list.
Encourage other people to spay/neuter their pets
as well. If you want the kids to experience the joys
of birth and puppies or kittens, consider fostering
expectant cats or dogs for your local shelter.
• Always adopt your pets from shelters or rescue
groups instead of buying from pet stores or breed-
ers. In addition to finding a loving companion, you
will have the satisfaction of knowing you saved a
life. Many animals in shelters are mixed breeds,
which are often healthier animals and make great

pets. But if you have your heart set on a purebred
dog or cat, keep in mind that about 25 percent of
the animals who end up in shelters are purebreds.
Breed-rescue groups can also be a great source for
purebred critters that need a home.
• Volunteer for and support your local shelter,
rescue group, spay/neuter or feral cat programs.
Animal welfare organizations are always in need
of volunteer help and donations, including dona-
tions of items such as pet food, toys, and bedding.
For more information on how you can get in-
volved in helping to save lives in your community,
contact your local shelter. For more informa-
tion on Best Friends Animal Society and the No
More Homeless Pets movement, please visit
www.bestfriends.org.
# # #
Developing Effective Media Relations • 12
Writing a Guest Column
W
riting a weekly or monthly guest
column for a local newspaper or com-
munity magazine is another way to let
people in your community know about the work
you are doing. It’s a way to have your voice heard
on a regular basis and to have people in your com-
munity associate you with animal welfare. You can
alert friends and neighbors to a condition, situation
or issue that’s important to you.
Guest columns are usually about a variety of

topics, but many newspapers or magazines will
feature a regular guest column focusing on a par-
ticular subject, such as animal welfare. For these
kinds of columns, editors want someone who has
expertise or knowledge on the subject.
Read guest columnists in your local publications
to see how they write. Sometimes the subjects are
serious, but often the writer is sharing a memory
or a piece of history as a means of self-expression.
Your subjects could range from pet care tips to
community-related animal events to stories about
an adopted dog or cat that found a loving home.
Many guest columns in small communities are
“chatty,” like having a conversation with your
next-door neighbor. Humor is also an essential ele-
ment of many guest columns.
To get started, speak to the editor of your local
newspaper or magazine about submitting a guest
column on a regular basis on issues related to ani-
mal welfare. Have a couple of sample columns for
him to review – one serious and one humorous.
Be prepared with ideas for other columns. Editors
want to know that you can write on one main topic
but from different viewpoints, including personal
experiences you have had with animals. Some edi-
tors may give you a trial run, to make sure that you
will submit your column on time and that you can
write from different perspectives.
If you do commit to a regular column, be prepared
to do the writing and stick to deadlines.

Here’s a sample guest column:
Liberty & Justice for All!
By Eric Porter
What’s worse than being stuck on the freeway?
Being a dog stuck on the median of the freeway
with traffic zipping by in both directions.
It was July 4th, and a little dog, now named
Liberty, was huddled against a median guard rail
on the I-15 coming into Las Vegas. With traffic
racing by in both directions round the clock, there
was only one way he could have gotten there: he’d
been dumped out of someone’s car.
Luckily, the dog just stood, frozen, rather than
trying to brave the traffic and make a run for it.
And eventually a car stopped. The man, who lives
in Vegas, pulled off onto the shoulder, then darted
through the traffic to the median. The terrified dog
didn’t try to run away; he just stood there shaking.
The man grabbed him, picked him up, and then
darted back through all the traffic with the dog in
his arms. (Kids, don’t try this!)
Then together they headed for a Las Vegas PetCo,
where Best Friends holds regular adoption days,
Developing Effective Media Relations • 13
and asked if we could help. We brought the hand-
some, blue-eyed boy back to the sanctuary, where
he was named Liberty in honor of his Indepen-
dence Day rescue.
But what’s Liberty without Justice? This kitten
was spotted sitting next to a snake-infested canal

in Florida. (Water moccasins – very poisonous!)
She’s got beautiful blue eyes, too – but she’s
completely blind. And when she went to the vet,
she tested positive for FIV, a condition that com-
promises her immune system and makes it difficult
for her to be around other cats and places where
she might pick up passing infections.
So Cara and Philip Rose, the couple who rescued
her, called Best Friends, and Justice, as she is
now known, is currently at the sanctuary, living
with other cats who need the same special care
that she does. This loving, intelligent girl will
be ready soon for life as an inside kitty with the
right family.
And the Roses, meanwhile, will continue to take
in cats they are able to place. “It’s a labor of love,”
Philip told us. “It recharges us.”
Incidentally, this same time last year, we took in
three puppies who had been found in a cardboard
box at the side of a dirt road near Tuba City. The
man who picked them up called them Liberty,
Justice, and Freedom.
Developing Effective Media Relations • 14
Dealing with Interviews
Dealing with Print Media
Interviews
S
ending out a news release is the first step
toward getting a story published about your
organization and its activities. The next

step is for a reporter to call and request an inter-
view. The goal of media interviews is to publicize
the work being done by your organization and to
establish working relationships with local media
and individual reporters.
If a reporter calls requesting an interview, call
back as soon as possible, since reporters are usu-
ally working on a deadline. When you talk to the
reporter, find out the deadline and ask for the sub-
ject of the story. Usually it will be about a release
you sent out, but sometimes a reporter may want
you to comment on an animal issue in the news.
Don’t let yourself be ambushed by the media. If
a reporter shows up or calls at a time when you
are unprepared, reschedule the interview (keeping
the deadline in mind) so you can get your facts
together.
Besides knowing your facts, you can prepare for
interviews by developing concise answers to a few
key questions, such as:
• What is the purpose of your organization’s
work? Why is it important?
• What made you personally interested in this
field?
• What makes your organization’s contribution
unique?
• Who will benefit and how?
• What is your main objective?
• If you could make only two points with this
story, what would they be?

Before the interview:
• Think of two or three main points you would
like to make about your subject.
• Gather facts, figures and anecdotes to support
your points.
• Anticipate questions the reporter might ask and
have responses ready.
• To help the reporter minimize errors, have print-
ed materials to support your information whenever
possible. If time allows, offer to fax or e-mail the
printed information to the reporter in advance of
the interview.
• Be aware that reporters’ schedules are deter-
mined by the “breaking” news of the day. Do
not be offended if an interview gets canceled or
rescheduled because a more urgent story arises.
During the interview:
• Keep your statements clear and concise. Avoid
jargon and technical language.
• Stick to your two or three main points. Try not to
go off on tangents.
• Speak in complete thoughts. The reporter’s ques-
tion may be edited out and your response should
stand on its own.
• If you do not understand a question, ask for
clarification rather than talking around it. If you
do not have the answer, say so. If possible, tell the
reporter where to find the answer.
• Never say, “No comment.” If you cannot or do
not choose to answer, explain briefly. For example,

“I don’t have enough information about that, but I
will get back to you.” Or “I’m really not an expert
on that.”
• Avoid saying things off the record. Reporters
may or may not honor this, and it annoys them. If
you don’t want to read it in print, you had better
not say it.
• Don’t let reporters put words in your mouth.
• Observe the five C’s: Speak with conviction
Developing Effective Media Relations • 15
in a conversational manner while retaining your
composure. Be confident – you are the expert. Tell
colorful stories and anecdotes that illustrate your
points. We all have great animal stories!
Dealing with TV and Radio
Interviews
Successful television and radio interviews don’t
just happen. There is always careful planning
involved. First, find out as much as you can about
the program on which you are being asked to ap-
pear. Get the answers to these questions:
• Is the program live or prerecorded?
• Why has the program staff chosen this particular
topic and what angle are they taking?
• What are they expecting from you? What gen-
eral questions will you be asked and how long will
the interview be?
• Who’s the audience? Think about points you
could make that would be useful and relevant to
the audience.

Think about possible sound bites that might come
out of the interview. As we all know, a sound
bite is a short phrase taken from an interview.
The phrase stands out in the audience’s memory
and thus becomes the “taste” or “bite” that best
represents the entire “meal” of the larger message
or conversation. “There’s no excuse for animal
abuse” is an example of a sound bite.
Here are some others:
• “Shelter workers are forced to kill one cat or dog
every six and a half seconds. That’s about 5 mil-
lion every year.”
• “It costs U.S. taxpayers over $1 billion a year
to round up, house, kill and dispose of homeless
animals. What’s just as bad is the cost in misery to
the animals themselves.”
• “Spaying and neutering is good for you, your pet
and your community.”
For better or worse, sound bites are a natural con-
sequence of people placing ever-greater emphasis
on quickly summarizing ever-increasing amounts
of information in their lives. In television, radio
and even print media, sound bites have become a
staple, so it’s important to realize that in any inter-
view, the audience is going to look for sound bites.
Before the interview:
• Study the issue in depth.
• Practice being interviewed.
• Anticipate difficult questions and plan your
answers.

• Memorize easily understood facts and anecdotes.
• Be ready with two or three key points to
emphasize.
• Watch the program to get an idea of the
interview style.
During the interview:
• If it’s a TV interview, look at the reporter and
not at the camera. If you are uncertain where to
look, ask.
• In front of radio or TV microphones, stay still
and avoid sitting in a chair that rocks or spins.
• Be aware of and avoid nervous habits, such as
pen tapping. In a TV interview, don’t fidget or
touch your face or hair.
• Pause briefly before answering questions. It
makes for a cleaner sound bite and makes you look
more thoughtful.
• Avoid frowning if you’re asked a challenging
question. If it’s a humorous question, try to smile
naturally; if it’s a serious question, try to look
thoughtful.
Developing Effective Media Relations • 16
• If you lean forward (15 degrees) into the camera,
any double chin will disappear. You will appear to
have a stronger jaw line.
• Don’t drop the volume at the end of a sentence.
This is common in regular conversation, but when
speaking on TV, it’s harder to hear you.
Here are some tips on dressing for a TV
interview:

• Avoid jackets or suits with close checked or her-
ringbone patterns. The camera cannot always cope
with intricate patterns, so viewers get an unclear
look. The same applies to closely striped shirts in
sharply contrasting colors.
• Men should avoid very dark suits, particularly
in combination with white shirts, which can drain
color from the face. Pastel-colored shirts are more
flattering.
• Women should go for the unfussy look. Boldly
patterned scarves and large pieces of jewelry can
be distracting. For jackets and suits, fairly neutral
colors work best. Green or blue usually show up
well.
• If possible, look in a mirror just before going on
camera. The reporter may not tell you if your col-
lar is folded over or your hair is out of place.
In television or radio interviews, you should have
your responses prepared – not necessarily memo-
rized, but ready to roll off your tongue. You don’t
want to be seen as struggling for words.
Generally, you won’t be given a list of questions
that you’ll be asked, because the interviewer
doesn’t want the interview to sound rehearsed.
But, you’ll probably know what the topics, or
“talking points,” will be. When the interview is set
up, the interviewer will ask what topics you want
to cover, such as the importance of spay/neuter,
upcoming events your group is putting on, and
statistics on how many animals have been saved.

The way you prepare is to get your topics and
then practice some answers (don’t memorize!)
in a mock interview with a friend. Try to con-
duct the interview as a conversation. That way, it
sounds more relaxed and less mechanical. Practice
answering questions in complete sentences, rather
than in fits and starts. In everyday life, many of us
speak in disjointed phrases, using jargon and short-
cuts. In interviews, you should speak in complete,
grammatically correct sentences. For example: Say
“I agree, there is a growing feral cat population in
Phoenix,” instead of “Oh, yeah, if you see all those
wild cats in the street – just too many of them
– people need to do something.”
It might help to imagine that you are chatting with
someone who is intelligent but who just doesn’t
know much about the subject. Try to explain what
your organization is doing in plain English.
Developing Effective Media Relations • 17
Resources
Websites
The following websites contain practical information on devel-
oping effective media relations:
Act Up, the AIDS activist group, has a section called “Media
Training” on their website:
/>The Economic & Social Research Council has an online com-
munications toolkit that contains a helpful section called “Me-
dia Relations.”
/>Books
The following publications are useful for learning how to work

with the media:
Media Training 101: A Guide to Meeting the Press
by Sally Stewart
The Public Relations Handbook
by Alison Theaker
Soundbites: A Business Guide to Working with the Media
by Kathy Kerchner